Jan 11
7
The Green, Green Luxury of Home
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Published by The Wall Street Journal
on Friday, 7 January 2011 By TARA LOADER WILKINSON
on Friday, 7 January 2011 By TARA LOADER WILKINSON
Even in a world where green has become the new black and words like “sustainable” grace everything from food packages to corporate mottos, the notion of building an eco-friendly luxury home can seem like an oxymoron.
“You think of a £30 million mansion built with the finest imported materials, the heated pools, the electrical gadgets, the air conditioning, the six-car garage and of course the private jet journey to get there. That can appear at odds with the environment,” says Peter Mackie, managing director of HSBC-backed Property Vision, a U.K.-based estate agent.
“You think of a £30 million mansion built with the finest imported materials, the heated pools, the electrical gadgets, the air conditioning, the six-car garage and of course the private jet journey to get there. That can appear at odds with the environment,” says Peter Mackie, managing director of HSBC-backed Property Vision, a U.K.-based estate agent.
The luxury carbon-neutral home concept—in which properties attain a net zero carbon footprint—has been labeled “a conscience salve,” “greenwashing” and “a complete misnomer” by critics. Despite that skepticism, developers are hoping to turn a seemingly contradictory phrase into a 21st-century success story, laying plans for prime deluxe carbon-neutral property all over Europe. New homes in the U.K, Portugal, Italy, Morocco and Switzerland are being marketed to wealthy individuals around the world, with developers reporting strong demand.
